Minority Influence Strategy

Changing People's Minds... Despite the Odds

Of course, Rick and Alison are pleased, but what really gives
them satisfaction is that the other six members of the board had
initially been opposed to their proposal when they first put it
forward. So how did these two people turn the odds in their favor
and persuade the others?

What they did was a classic example of "minority influence."
This happens when a smaller group of people influences a
larger group to act or think in a certain way. We often assume that
the majority will have more influence than the minority, simply
because of the law of numbers (there are more of them!) Yet it's
undeniable that minority influence exists, and it can have
far-reaching effects.

Minority Versus Majority Influence

Majority influence usually relies on compliance, conformity, and
agreement. But minority influence involves another phenomenon known
as...